Many SEO shops see the application of some kind of social campaign as a novelty method of getting links for their clients. And this is where you should stop and think before you reach out to an SEO shop for social, or before it comes to try and sell it to you.

Understanding how a search engine Web crawler works and optimizing Web pages has nothing to do with PR and marketing. And the idea that the big connection between search and social is based on so-called link bait (define) is a short-lived notion.

Online social elements will have a huge impact on search in the future. And it will have little to do with simply attracting links.

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